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December 2000
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Webraska reinforces position as a leading worldwide provider of wireless navigation solutions and technologies with new corporate brand identity
Webraska, the worldwide provider of wireless navigation services and technologies, announces today the launch of its new corporate brand identity with a new logo, website, graphic identity and slogan.
The new logo has been designed to capture the three principal personality traits of the Webraska brand character: "innovative", "effective" and "universal". The slogan "KNOW THE WAY" summarises in three short words the core of Webraska's value proposition, both literally, as a company that guides people to their destination, and metaphorically, as a "leading light" in the industry.
"The decision to change our logo and brand identity was not likely taken", says Jonathan Klinger, Marketing Director of Webraska. "Webraska is a strong brand with a strong reputation. But, for many, the Webraska is still the company that 'launched WAP Traffic Maps'. The brand relaunch provides us with an opportunity to emphasise our world leading technology, revolutionary patents, and most importantly the focus and breadth of our offering to better serve our wireless telecom and automotive customers."
"Telecom operators are investing heavily in 3G licenses and infrastructure", explains Gregoire Descamps, Sales Director of Webraska. "They are looking for technology and solution providers to help increase revenues, customer loyalty and brand recognition. Webraska's Personal Navigation Suite™ of value-added services solves user needs everyday via WAP, I-mode, or Java technology-enabled phones, SMS, IVR, Internet or Call centers".
"But they are also looking for innovative ways of generating revenues and leveraging their investments," added Mr. Descamps. "Webraska's Personal Navigation API™ and Global Navigation Server™ platform allow operators to become ASPs, launch innovative wireless applications, and earn extra revenues by enabling application developers and corporate customers to build their own location-based and m-commerce services, games, city guides, fleet management offering, mobile Extranet, etc."
The core of the company's value proposition rests on four key differentiators:
- Industry leading back-end technology platform
Webraska's carrier-grade, fully-redundant, standards-based, highly-scalable Global Navigation Server™ platform is capable of handling millions of requests per day.
- Industry leading device compatibility and expertise.
Webraska automatically supports multiple device platforms and technologies. In addition, its patented IbDN™ Internet-based Distributed Navigation technology allows service providers to offer optimised dynamic navigation on car equipment and other supported devices. Voice-enabled IbDNTM enabled services provide a number of major advantages over traditional CV-based on-board navigation systems, including the ability to take into account real-time events, worldwide service capability, personal profiling and continuity of service to call-centres, mobile phones, PDAs, the office and the home.
- Industry leading worldwide content
The objective of Webraska's Global Navigation Database™ initiative is to establish Webraska as the world leading aggregator of navigation-related content, including street-level digital cartographic data with partners such as Navtech and TeleAtlas, real-time traffic information with partners such as the ADAC, and public transport networks. Webraska has established coverage of most of Europe and North America, and is extending its presence in Asia / Pacific, with expansion to South America planned for 2001.
- Open interface and open development
The standard of choice selected by most location management platform providers, Webraska's Personal Navigation API© performs ultra-fast enhanced geospatial searching, based on actual journey time, of local or remote databases, adds geocoding, reverse geocoding and positioning enhancements to applications and location platforms, and provides international, real-time, multimodal, street-level, continent-wide mapping and routing automatically adapted to most mobile devices, browsers and gateways.
Webraska's technology strength is complemented a team of industry-renowned experts in cartography, wireless application design, development and implementation. With offices in twelve countries, Webraska is able to provide local knowledge and support to global customers in Europe, Asia/ Pacific and North America.
Answering basic questions such as "Where am I? Where is the nearest car park or gas station? How do I get there, by car, foot or public transportation? What is the fastest route? Can you alert me when something goes wrong? Can you guide me safely all the way to my destination?", Webraska's Personal Navigation Suite™ of turn-key applications, orginally designed with leading French operator SFR, are examples of Webraska's know-how. They have been carefully crafted to make the best out of each access mode (WAP, I-mode, Java technology-enabled phones, SMS, Call Centers, PDAs, the Internet, car equipments), and to provide full turn-by-turn dynamic voice-enabled navigation on devices that support it.
Webraska was assisted in the relaunch of its new Brand Identity by McCann Erickson, one of the world's leading integrated communications agencies. Comments Gerard Charbit, CEO of McCann Erickson France: "From the first meeting, it was clear that Webraska's position was both unique and enviable. Webraska has already established a leadership position in its industry thanks to its strong technology, a strong vision and a strong team with a common sense of purpose. For McCann-Erickson, the challenge was to find the most powerful way to reflect this in their graphic identity in a way which is original, impactful and lasting."
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